Report uncovers marketing switch to standalone events

Face-to-face marketing spend is being redirected into standalone events, commissioned by companies for their own purposes, according to a recent survey.

Face-to-face marketing spend is being redirected into standalone events, commissioned by companies for their own purposes, according to a recent survey. Production agency The George P Johnson Company (GPJ) commissioned Intellitrends to carry out the independent survey of 120 marketing directors that use event marketing. The survey found people were committing to fewer large-scale exhibitions and opting for more proprietary events in an attempt to engage key audiences more effectively. “Our clients are choosing to educate and entertain clients in a manner they can control and which provides them with quality of contact and not just quality contacts,” said GPJ group managing director Neil Jones. The study, which covered marketing directors in sectors including health care, automotive, media and electronics, also found that 40% expect their event budgets to hold firm. More than a third said they would be increasing their event spend by 23% during the year. “The shift reflects the measurable benefits companies recognise they can get from strategically developing and executing a complete programme of events. Companies see the high return on investment from these events and are redirecting their marketing budgets,” added Jones. Meanwhile, GPJ has poached the managing director of Concerto Group subsidiary Core Creative. Ben Taylor joined the production company as a senior account director last month.

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs